Asos takes responsibility without hesitation or force, gracefully minimizes the episode and adds humanity to its profile as an online retail giant. KFC: How to regain control by improving brand perception Let’s stay in 2018 but move to the UK. In February 2018 KFC’s “#ChickenCrisis” bounces on digital channels around the world: the famous fast food restaurant is unable to offer its famous chicken dishes because – incredible but true – there are no more chickens. Most of its restaurants are forced to temporarily close, without warning. The brand’s response did not arrive immediately, but after two days of silence.
Mistake before anyone else
Two days in which kfc’s social channels are flooded with mocking comments. The response comes in the form of a press announcement. Distributed in newspapers Italy Telegram Number Data and social media: a short text of apology introduced by an image showing the characteristic paper cup (the one in which the chicken is served) in the foreground. On the bucket, the letters of the brand name. Are rearranged to form the acronym “fck”. Here, marketing, together with creatives. Gives expressive form to a precise urgency, managing to regain control over a chaotic situation caused by exceptional circumstances.
Here it is the exceptional speed
This is the copy, absolutely brilliant: “A chicken restaurant without any chicken. It’s not ideal. Huge apologies to our customers, especially those who traveled out of their way to find we were closed”. (A chicken restaurant without chicken. Not ideal. We apologize hugely to our India Phone Number List customers, especially those who traveled a long way to find out we were closed.) The online and offline reaction is extremely positive (the campaign reaches over a billion people after just three months): the brand’s impression score , which had dropped by nine points, from -2 to -12, quickly rose to -1 after the announcement; more than 700 articles and countless televised discussions for a total audience of 797 million people worldwide ; 219 million social media users .
